The document analyzes media coverage and influencer activity around digital transformation from 2018. It finds that Forbes, TechRepublic, and CIO drove the most narrative around this topic. The most resonating topics included cloud computing, customer experience, and innovation. Influencers like Antonio Grasso and Daniel Newman were influential in the discussion and focused on topics like digital innovation, business innovation, and data analytics. The document provides context to understand and utilize the data.

1. 2018 MEDIA & INFLUENCER ANALYSIS:
DIGITAL TRANSFORMATION

2. Cloud
Computing
Security
Customer
Experience
Software
Innovation
Lab
Change
Management IT Market
Cloud ERP
Human
Resources Automation
Business
Processes
Machine
LearningSecurity
Business
Intelligence
3D Printing
RPAFactory
Machine
Learning
Digital Innovation Business Innovation
Data AnalyticsIndustry 4.0
MEDIA & INFLUENCER ANALYSIS: DIGITAL TRANSFORMATION
356
298
273
201
102
45 23
17 10 7 7 6 5 4 4 3
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0
50
100
150
200
250
300
350
400
Forbes
TechR
epublic
C
IO
Z
D
N
et
TechTarg
et
Inform
ationW
eek
C
SO
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Inc.
B
usiness
Insider
TechC
runch
Fortune
W
SJ
Q
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H
B
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IT
Tech
ReviewN
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Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
1000
2000
3000
4000
5000
6000
7000
8000
1/7/18 2/7/18 3/7/18 4/7/18 5/7/18 6/7/18 7/7/18 8/7/18 9/7/18 10/7/18 11/7/18
Coverage Volume
DIGITAL
INNOVATION
BUSINESS
INNOVATION
DATA
ANALYTICS
INDUSTRY
4.0

3. MEDIA & INFLUENCER ANALYSIS: DIGITAL TRANSFORMATION
WHO IS INFLUENCING THE CONVERSATION?
INFLUENCER TOP MEDIA CONSUMPTION
CAROLINA RUDINSCHI
Co-founder of @IIoT_World, first digital media outlet
focused on #IIoT/#ICS #cybersecurity.
Audience Size: 51K
JEAN BAPTISTE LEFEVRE
Influecngin #Insurtech Top 10 #fintech #AI Top 15
Digital Transformation and Blockchain.
Audience Size: 46K
ANTONIO GRASSO
Founder & CEO, Digital Business Innovation | Digital
Transformation Advisor, Innovator, Speaker
Audience Size: 250K
DANIEL NEWMAN
Principal Analyst and Founding Partner, Futurum
Research, @Forbes @MarketWatch, TEDx Alum
Audience Size: 62K
DEAN ANTHONY GRATTON
Technology Futurist and Influencer, The
Influencers, Technology & Digital Transformation
Audience Size: 180K
MIKE QUINDAZZI
Managing Director Sales Marketing, PwC US
#Digital Alliances Sales Leader.
Audience Size: 110K
MICHAEL FISHER
Systems Analyst, Whitcraft Group Analyst, Tech
Evangelist, CyberSecurity, Digital Transformation.
Audience Size: 83K
HELEN LI
Managing Director, LinkedIn Power Profile, Top 10
Influencer and leading voice on Sustainability.
Audience Size: 21K
TAMARA MCCLEARY
CEO, Thulium.co #CEO @ThuliumCo, Top 25 #CMO #CIO
#AI #IoT #Robotics #BigData Influencer.
Audience Size: 300K
Forbes 2,026 ZDNet 370
Data Science Central 1,593 Futurum Research 312
Constellation Research 1,184 HBR 257
CIO 939 McKinsey 236
CMSWire 884 Information Week 169
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-0
1-01
2018-0
2-01
2018-0
3-01
2018-0
4-01
2018-0
5-01
2018-0
6-01
2018-0
7-01
2018-0
8-01
2018-0
9-01
2018-10
-01
2018-11-01
2018-12-0
1
Digital Transformation Business Innovation Data Analytics Industry 4.0
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS)

4. MEDIA & INFLUENCER ANALYSIS: DIGITAL TRANSFORMATION
THIS DATA IS IMPORTANT. HERE’S WHY:
TRACKING MEDIA VOLUME AND RESONANCE can help prioritize your media relations strategy in a few different ways. For one,
it might be easy to secure coverage in a publication that writes frequently about a specific topic. Consider this low hanging fruit
resulting in a quick win. Second, you can add more resources to the media publications that have higher resonance with their
readers. The more sharing, engagement and links to the coverage can help you go from measuring just impressions to business
impact.
A QUICK NOTE. While these insights can prove to be valuable, there are additional data points you should consider in
order to maximize your marketing and communications programs - leads & conversions, web traffic, social
engagement, community growth, share of voice, share of coverage and much more.
A DEEP DIVE INTO THE TOPIC ANALYSIS can help you uncover words and language the media uses that you may not have been
aware of. It can inform everything from headlines and bylines, to content published on owned and social media channels. But it
doesn’t stop there. By imitating the media’s usage of language, you instantly become more relevant in the market place (media,
influencers, customers, etc.) and your content will be indexed in Google for the keywords that your audience uses when doing
research in Google.
INFLUENCER MARKETING AND ENGAGEMENT is more than just retweeting and sharing influencer content. It’s more than paying
an influencer to attend an event or write a blog post too. Identifying ”real” influencers and examining their use of social
technology, sharing patterns, media consumption and topical keywords can help drive just about everything you do from a
marketing, communications and content perspective:
• Use the same words they use in bylines, headlines, blog posts, social, web content and yes, press releases (e.g. small nuances
like “Digital Workplace” versus “Digital Workforce” can make a huge difference in relevancy and search engine visibility).
• Pitch the media publications they read/reference the most.
• Engage. Do the basics like following, sharing and retweeting. Also, invest in content partnerships with influencers, target larger
groups of influencers using paid media, or co-collaborate with influencers to create content.

5. MEDIA & INFLUENCER ANALYSIS: DIGITAL TRANSFORMATION
EXPLANATION OF THE
MEDIA DATA
WHAT MEDIA PUBLICATIONS ARE DRIVING THE NARRATIVE?
There are two data points to consider in this analysis–article count
(volume) and resonance. Volume equals the total articles published in the
date range about the specific topic. Resonance equals the corresponding
social interactions (likes, comments, shares in social media, shares in
Reddit and 3rd party inbound links). When an article from a media
publication resonates with readers, they will typically share it in the
channel of their preference.
WHAT TOPICS ARE RESONATING WITH THE MEDIA?
These are the topics most resonating with the media when they cover the
topic analyzed. The larger the box, the larger volume of coverage using
that specific word or phrase. The smaller boxes represent subtopics of the
larger coverage topic.
VOLUME OF COVERAGE BY TOP 10 MEDIA
This is trend data showing the volume of coverage about the given topic
over the last 12 months from the media publications analyzed.
EXPLANATION OF
INFLUENCER DATA
WHO IS INFLUENCING THE CONVERSATION?
This is a sample set of influencers that are driving the conversation
forward (publishing or sharing) about the topic. We use 4 data points to
define and measure influence–reach, relevance, resonance and reference.
• Reach : What is the size of their social community across all digital
channels – blogs, RSS subscribers, published posts, social?
• Relevance : How often do they reference topics and keywords that
define an industry?
• Resonance : When they create content, how far does it travel on the
Internet? Do others engage with it?
• Reference : Are they referenced by other influencers?
INFLUENCER TRENDING TOPICS
This is a trend graph that illustrates the popularity of the core topics and
keywords used by the influencers over time.
INFLUENCER TOP MEDIA CONSUMPTION
This data represents the top media publications consumed, shared and
referenced by the influencers. It tells us what media publications the
influencer read.
Date Range: 2018
For more questions or inquires about this
data, please contact:
MICHAEL BRITO
EVP, DIGITAL & ANALYTCS
MICHAEL.BRITO@ZENOGROUP.COM